Abstract
The entire airline industry is currently facing several severe issues such as the September 11th 2001 attack, the Iraqi crisis and the more recent SARS (Severe Acute Respiratory Syndrome) scare. Most of the companies across the world have not performed with profits since the last several years. In such a scenario, how can All Nipon Airways (ANA), which employs 29 000 people, improve its net income (loss) keeping in mind these negative impacts on demand for both domestic and international flights? How can the Japanese airlines company attract customers in this declining market and boost sales? How should they change their strategy?
As a member of Star Alliance, the largest worldwide airline alliance group, ANA's strategy is interesting to analyze. How does ANA take part in the Japanese industry? How does the company face internal organizational issues? What strategic direction should be recommended in order for it to perform successfully in this industry?
